2004

After a few years at Saatchi and Saatchi and realising as a Muslim, that positive role models are desperately needed to help Britain grow and flourish in an environment where institutional racism has always existed. With a Star Trek like belief that humanity can conquer the universe whilst fighting any prejudice.

The indifference regarding British minority contributions towards our society has further alienated this group, when one considers the importance of their contribution in fashion, music and western cultural development. My own experience as a British Muslim clearly symbolises this problem, not only have I been subjected to racism and bullying as a child at school and throughout my subsequent education, but also professionally regardless of how hard I try and work towards a common goal and objective without becoming tribal.

Many talented minorities already feel that their dedication towards hard work would never be rewarded, as they are only tolerated and not truly accepted, otherwise their contribution is based upon a definition of the first generation migrating culture and not as a British born. In view of this, I come from a proud Muslim heritage where my mother who is ‘Qureshi’ and is a member of the prophet Muhammad (pbuh) tribe and my father is a ‘Syed’ who is a direct descendent of the prophet, so a peaceful pro-active Islam is largely in my blood.

With present realities, my fear that EMMAs aims and objective will be harder to attain through a growing alienation and patronising view about our contribution as minorities. I view events highlighting this fact; Mr Ron Atkinson’s crime was not to be a racist in a production room but to allow his view to come in the open on-air.

The world and I witnessed the human-rights abuse of Iraqi prisoners by American and British soldiers, that were allowed to be circulated across the Arab world, and Mr Kilroy-Silk’s view regarding the Arab race was so generalised that I am sure the far right had a field day.

The EMMA Awards success is not the only reason that we have helped to raise professional appreciation of a diverse multicultural talent within the media industry, at a time when this was largely overlooked during 1997.

As EMMA has grown, we have been extremely privileged to honour such names as Muhammad Ali, Nelson Mandela, Lord Attenborough, Maya Angelou, Ray Charles and Stevie Wonder for EMMA Lifetime Achievement as well as subsequently honouring the legacy of Mahatma Gandhi and Dr. Martin Luther King with both their respective families attending. This year we intend to honour a true home grown talent Sir Bill Morris for Lifetime Achievement and the Legacy Award goes to Bruce Lee for his peaceful martial arts philosophy. The award will be collected on his behalf by his daughter Ms Shannon Lee

Bobby Syed

EMMA Advertising Campaigns

Testimonials

Nelson Mandela

" EMMA is a great initiative to bring together and acknowledge publicly the professionalism, expertise and contribution of the recipients...and will continue to make a great contribution to the ethnic and mainstream media in Britain. "

Too many times we feel helpless when it comes to the issues that influence the world that extends beyond our inner circle. Specifically, when it comes to dealing with racism today, we tend to shy away and think the issue is too big, or that the opinion of one person or a few individuals won't make a difference. This is where EMMA steps in to let you know that you can be the one to encourage the ethic and corporate social responsibility we all have. We help to answer the question, "What is diversity?" and we provide the education and opportunities that are needed to address cultural diversity in our society.

By offering a portal where individuals and groups can access information about diversity and how it applies to our world you can get involved in cultural diversity activities and do more than just hear and read about cultural diversity in the news. We offer the opportunities you need to take action and to make a difference in your communities and as a result, make a difference in society as a whole. Discover where you can hear diversity speakers so you can learn more about what others are doing and about what you can do. EMMA Interactive allows you to learn more about worldwide issues by publishing articles on racism and how it affects other parts of our world. You'll also learn about the impact that the EMMA Awards continue to make, bringing to light those who are already working toward change. The icons we recognize set examples for all of us and show us that change can start even on the smallest level. Take a look around, read our articles for more information, find out how you can get involved, and ask yourself what diversity means to you.